CrowdTV - Crowd-source TV content ratings

Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG

CrowdTV - Media Management Challenge

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TVRenato ANDRADEHenri DAMBREVILLE Justin IRWENPhilip LEUNG

Crowd-source TV content rating for Producers and Broadcasters Offer free content watching for users and contributors


At CrowdTV, we are committed to providing our users with GREAT TV entertainment, and to provide our production and broadcasting partners with INSIGHTFUL analysis of their products and audience.

1. CrowdTV – The Concept

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1. Producers/ broadcasters upload the pilots of a new show concept or an ongoing series 2. Users of the website view the shows and provide ratings and comments 3. One-click easy share to friends on Facebook and Twitter to generate additional discussions 4. Producers and broadcasters can make wise investments based on popularity of shows and

segment information

4 easy steps to use the CrowdTV platform

Our mission statement

CrowdTV will crowd-source the evaluation and choice of TV series: users will be able to watch series pilots free in exchange of precise ratings

Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG 3

Customers Market trends

● The number of Series is increasing exponentially

● Over The Top Channels (Netflix, iTunes) are taking-off and might become the main channel

● Consumption is more and more global, networks ceased to grow

2. Customers and Market

Viewers● Watch exclusive pilots free● Get free series episodes

(after several ratings)

Producers● Get immediate feedback based on

pilots and invest accordingly● Tailor series based on audience

characteristics, number, preferences● Deliver a more convincing investment

pitch to broadcasters

Broadcasters● Get more information before buying

content from producers● Better predict number and

demographics of viewers


3. Big 5 trends of the digital metasystem

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Pervasive Software

Affordable Smart Devices

Cloud ComputingBig-Data Analytics

Connectivity allows users to watch and rate pilots

everywhere, at any timeUsers bases, Video broadcasting

and social networks integration allow to quickly build the platform

Smartphones allow users to contribute

everywhere, at any time

PLATFORM

SaaS based platform allows all partners to

interact through APIs or UIs

Users ratings on pilots, behaviors and profiles

will provide high quality data for the platform

Ubiquitous Broadband Connectivity


4. Multi-sided Platform

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CrowdTV Broadcasters

Producers

Viewers

Feedback/ Analytics

Pilots & $

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Data

Free entertainmentReviews and ratings

Big Data


4.1 Multi-sided Platform Model

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Number of sides

Governance Rules

Pricing Structures

Design

CrowdTV is a 3-sided platform, connecting producers, TV channels and viewers. Revenue will be generated from producers and TV Channels, while viewers will be provided with free TV entertainment for their feedback.

This platform charges content creator/provider for the service that we provided. On the other hand, it’s totally free of charge for viewers to use our platform.

From content creator/provider side, we govern the types of content that could be uploaded to our platform. From customer side, there is no restriction on who can sign up; however we can ban users who misbehaved.

Content creators and providers will be able to target viewer better, and evaluate their new contents. For the reviewers, they’re getting rewarded for doing what they like to do (watch pilots, provide feedbacks and influence direction of the shows).


5. Content, Experience and Platform

Content

Experience

Platform

● CrowdTV provides unique content including TV pilots that cannot be found anywhere else

● The focus on new shows allows the platform to be unique in this segment

● Further, TV shows lovers (viewers) can evaluate the content and propose changes, generating a good sense of interaction

● Each viewer will have a personal profile and the engine suggests the next show based on the viewer’s preference

● Viewers can evaluate and grade all the pilots, ranking the best pilots and provide feedback to content providers

● Finally, the platform offers accessibility in different kind of devices (desktop, tablets and phones) and will focus on being simplistic and ease-of-use

● The platform will have features to help viewers generate content and rank the TV shows

● Content providers and broadcasters will have a plug-in that allow them to access the data on their videos directly

● Platform is linked with all main social medias, such as Twitter and Facebook


Viewer watches and rates TV series

One-click recommend on Facebook and

Twitter

Facebook friends like and comment (and

visit platform)

Identify people with similar taste and

reinforce friendship

Viewer acts on friend’s TV recommendations

Social utility test: will the strategy help customers solve a social challenge they can’t be easily addressed on their own?

Often after watching a great TV episode (or movie), viewers would want to instantly share this with others to create a discussion. The one-click recommendation function allows the viewer to quickly spread the word

Social solution test: Will the strategy leverage the firm’s unique resources and provide a differentiated, hard-to-copy social solution?

The platform’s unique resources is the huge library of TV episodes, including ones still under production. Friends of reviewers can only understand the buzz through accessing this library

Business value test: Will the social solution directly lead to improved profitability?

More viewers would generate more data and allow for a more rapid response to each show. This will in turn lead to more production houses sharing their pilots and thus creating a network effect

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Help people improve existing relationships for doing free work on the platform’s behalf

6. Social Media Strategy


7. Big data analytics

Data

Analytic models

Tools

Data collected• Video review ratings and comments • Website traffic (source, volume, peak hours) • Reviewer’s demographics (age, sex, occupation, TV

viewing habits)

Analytic models• For each video, ratings by segment (age, sex,

occupation) • Summary of website traffic and reviewer

demographics for internal use (marketing team)

Tools• Sale to broadcasters: B2B salespeople to offer a

glimpse of demographics for each show• Sale to production houses: B2B salespeople to offer a

glimpse of rating and comments on the show

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Conclusion

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Key to success

Improvements

Risks

● Quickly increase the amount of content offered and ensure quality of content (i.e. no homemade videos)

● Provide incentive to increase number of users quickly to achieve network effects

● Strong data analytics consistent with content providers’ expectations

● Do not have enough new content to provide to viewers● Cannot strike partnerships with TV channels due to rights

restrictions of current, on-air series● Do not create enough awareness among TV lovers

● Aggregate new services such as new surveys and polls● Include other kind of media to be reviewed (ads, movies)● Make the platform user-friendly to both content providers and

viewers

CrowdTV - Crowd-source TV content ratings

Technology

Transcript of CrowdTV - Crowd-source TV content ratings